Celebrity endorsement should boost the sales of the products that they are endorsed in. Some of the good endorsements are Michael Jordan and Nike, Brooke Shields and Calvin Klein or Fabio and “I Can’t Believe It’s Not Butter”. However, sometimes, there are also some endorsements which do not really do well. There are some reasons behind this, bad taste, tone-deaf celebrity choice or the scandal that happened at the same period when the advertisement shown in the television. If such case happens, the company will have to pull the commercials, post an apology on Twitter and hopefully the public will forget about it in the due time.
One example of the bad advertisements is Rob Lowe and satellite television provider, DirecTV. In the advertisement, Rob Lowe has dual role. One is himself and the other one is a less dreamy version of himself. The original Rob Lowe represents the virtues of DirecTV while the other version of Rob Lowe represents a cable subscriber. Comcast, a cable provider did not see the humor and requested the National Advertising Division of the Better Business Bureau to ask DirecTV to remove the ads.
Another example is Nicole Kidman and United Arab Emirates’ Etihad Airways. Not long after the advertisement was released to public, the Association Professional Flight Attendants criticized the actress and U.N. Goodwill Ambassador for Women in a statement just because the actress appearing in the advertisement for the company who allows abusive labor practice to its female employee. However, Nicole Kidman also received some support from a group of American Airlines flight attendants. In the blog which was put up by them, they would like to apologize for the remarks from their union president, Laura Glading and said that her attack on the character as a contract spokesperson for Etihad Airways was unwarranted and unjustified.